When Facebook launched Timeline for brands last month, it wasn’t just marketers’ social media strategies that got turned upside down.

The new format also changed the way consumers experience brands on Facebook.

In a webcam eye-tracking study for Mashable by EyeTrackShop, participants spent less time looking at Wall posts and ads and more time looking at the cover photo on brands’ timelines than they did on their old Facebook Walls.

via Facebook Timeline Changed the Way We See Brand Pages; Here’s How.